Word: coca-cola
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Next to the electric outlet, hardly any American invention is as omnipresent as ice-cold cola. In bottle, can, cup or glass, cola is drunk from White House to roadhouse, and few Americans can travel far at work or play without finding an automatic cola dispenser handy. In the huge industry that has grown up to satisfy this thirst, 77-year-old Coca-Cola is still by far the leader, with 1962 sales of $568 million and profits of $47 million. Coke's closest competitor is Pepsi-Cola, which has closed part of the gap in the last decade...
...With Cola products now enjoying an unprecedented international boom, the industry's two giants are busily scrapping for a bigger share of the growing market. This week Coca-Cola begins a $53 million advertising campaign in which its classic "Pause That Refreshes" will give way to what Coke calls a "one-sight, one-sound, one-sell" approach based on the slogan that "Things Go Better with Coke." Fortnight ago at Pepsi-whose slogan is "For Those Who Think Young"-New President Donald Mclntosh Kendall, after only a month on the job, wielded a broom that swept out six vice...
...Problems. Pepsi's Kendall, a husky, hard-working onetime fountain-syrup salesman who tripled sales and quintupled profits in six years as Pepsi's international president, has much in common with Coca-Cola's President J. Paul Austin, who took over his company last year. Both have Southern ties: Kendall was a football tackle for Western Kentucky State College; Austin spent his early youth in LaGrange, Ga., before moving up to Harvard Law School. Both are unusually young to head major corporations: Kendall is 42, Austin 48. Both advanced up the corporate ladder through the export division...
Diversification is a relatively new concept for Coke. In the 30 years that rough and ready Robert Woodruff, 73, ran the company, Coca-Cola preened itself as a giant with a single product, a onetime cough elixir dispensed globally in wasp-waisted 6½-oz. bottles. Complacency caught up with the giant a decade ago; other companies made inroads with bigger bottles, and Pepsi even pulled ahead in some areas. Woodruff, whose position as chairman of the finance committee is buttressed by the fact that he owns Coke stock worth $30 million, was finally persuaded that the corporate horizon should...
...obscenities 50 miles away, and that old advertising catchword "magic" has doubtful value; to Africans the word is linked with a mythical devil named Tokoloshe, who gets young girls pregnant. To get through to Africans who do not read ads in the press or see them on TV, Coca-Cola passes out free dresses with Coke bottles colorfully imprinted in indelible...